A Paris-based platform for today's objects : sneakers, streetwear, perfumes, and collectibles, all authenticated. Founded in 2018, wethenew brings an editorial, culture-led approach to make exceptional pieces accessible to buy with confidence.
On a streetwear catalog, the product images carry the brand. Keeping them consistent and premium across hundreds of products was the one thing the old production pipeline could never do.
Before: shoots that could not keep up
the old way of working
Most of Wethenew's on-model images came from photo shoots run abroad. Every drop meant coordinating remotely, booking crews, shipping products out and back, and tracking each shoot. It was expensive, slow, and hard to adjust when the catalog changed.
The creative side was just as tight. Budgets limited which studios and models they could use, so the look was never fully their own. And the art direction, styling, posing and image selection, all happened at a distance, mostly over WhatsApp. Every round of feedback took days.
Shoots run abroad
Remote coordination, crews, products shipped out and back, production trackedend to end.
A creative ceiling
Budget capped access to the studios and models that fit the brand.
Art direction over WhatsApp
Styling, posing and selection handled remotely. Every iteration was slow
No path to scale
No way to bring one consistent look to a full catalog refresh.
All the art direction, styling, posing, image selection, happened remotely, mostly over WhatsApp, whichmade the iterations long and sometimes frustrating.
The turn: producing the catalog in-house
Wethenew is rebuilding its whole streetwear catalog, and now produces the visuals in-house, in Presti. The team works with the agent like an in-house designer. Here is what goes in, and what comes out.
Products and models
The team feeds in the real product packshot and their own AI generated models.
In plain language
They describe the shot they want in the agent, the way they would brief a designer.
Applied automatically
Their brand Skill adds the studio look and rules to every generation, so the output stays on-brand.
The five views
The product on the model, as the same five views, ready to review and drop onto the PDP.
WHAT GOES IN
The inputs are simple: the models the brand works with, and the real product packshots. Everything the agent produces is built from these.
THE BRIEF
The team loads their wethenew-model-packshot Skill, points the agent at the product pages and the model as inputs, and describes the shot in plain language. On the right, the five views for this product line up for review.
Presti's ability to generate visuals in batch, while keeping quality and consistency high, was a real turning point for us. It was the only solution that answered our question of scale.
The rules inside Wethenew's Skill
A locked studio look
A seamless light-grey backdrop, one soft frontallight and a quiet editorial mood, identical on everyshot.
A 5-view set
Every product as the same five views, full look, front, back and two detail zooms, in a consistent 4:5 format.
Products reproduced exactly
Logos, prints, drawcords and patches read from the real product, on the correct face. Fabric stays clean, brand text crisp, nothing invented.
reviewing at volume
Producing a whole catalog only works if the team can check it fast. Presti's review interface is built for that: nothing ships until a human has signed off, even across hundreds of products.
The generation sits next to the product packshot and the model, so the team can check it at a glance before it goes live.
Check the production fast
The team moves through generations one after another, accepting or rejecting each,so a large batch gets cleared quickly.
Compare against the inputs
Each image sits beside the product and model references, making it easy to confirm the look, the fit and the details are right.
Comment on what to change
Notes go straight onto the images that need work, so feedback stays in context instead of scattered across threads.
Regenerate from the notes
A new generation runs from those comments, and once one is right the rest of the set follows in bulk.
The proof: one catalog, one look
where the images land
Wethenew product page layout shown with on-model visuals produced in Presti. Product name and price are for demonstration.
After: what it changed
Three things shifted once production moved in-house.
Creative freedom
Art directions that used to die at the budget or logistics stage are on the table again.
The team explores more, because trying an idea no longer means booking a shoot.
A unified brand universe
Wethenew can hold one premium, consistent look across its entire ecommerce catalog, the kind of consistency that was very hard to reach before and that shapes how the brand is perceived.
Creative freedom
A product-by-product grind becomes parallel output. A full refresh moves at a pace the shoot-abroad pipeline could never match, without giving up quality or consistency.
"The biggest shift is that we can finally unify our whole e-commerce visual expression. That consistency was very hard to reach before, and it's key to how our brand is perceived."
BEYOND THE PRODUCT PAGE
The same brand system carries past the catalog, into editorial banners for seasonal campaigns and social, kept consistent with the on-modelwork.
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